A Spotlight on Rabbit TV, Two Years Later
One thing you learn when you’re an entrepreneur is that it’s always fun to reflect. This week, amid celebrating our two year anniversary since the launch of Rabbit TV, ur company has reached another major milestone, one that is virtually unheard of for both a young company and a paid service. On Tuesday, February 17th, Rabbit TV Plus achieved $1 million dollars earned through Google AdSense. That’s a fairly elite club to begin with, consisting mostly of websites that are household names to most people, some of which date back to the early days of the internet and have been building an audience ever since. We’ve managed to reach that same level, with a paid service, and without accepting any money from venture capitalists or the public markets. That’s what makes the $1 million dollar mark through AdSense alone, one single revenue channel, a special moment for our company and our efforts. It’s not about the numbers, it’s about what they mean, and I’ll explain exactly why.
For starters, the speed at which we’ve built an audience has been nothing short of amazing. Rabbit TV Plus boasted early growth that outpaced that of even fast-growing social media startups like Facebook and Twitter, as well as other web video providers like Hulu and Netflix. In just 6 months, 1 million users had signed up for the world’s largest online media guide, and in the following 12 months, our membership swelled to over 3.5 million members. Now, just two years in to this journey, our paid service is bringing in enough revenue via Google AdSense that we’re beginning to rank among the top 10 Google AdSense earners in the world! Our growth rate, combined with our ad revenues, both impressive numbers on their own, combine to tell a powerful story about our product: our users are engaged. They view our site regularly, stay on it for a long time, and interact with the ads. As a startup, there’s not much more we could ask for than that.
Other startups grab attention for all kinds of reasons. You can scarcely look at a newspaper anymore without seeing some coverage of Uber’s latest scandal or the fate of Twitter’s CEO, but all of these much-hyped startups lack something that Rabbit TV Plus has proven to have in spades: real revenue. Twitter, Facebook, and other prominent companies began as free services with few means to monetize their growing popularity. In their early days, the only way they’d be able to earn $1 million dollars was accepting it from a venture capitalist. Not only has Rabbit TV Plus earned that same amount of money organically, but Google AdSense is only one piece of a much greater revenue pie.
Google AdSense is only one of several ad partners utilized by Rabbit TV Plus. In addition to other ad networks, we also run ads from affiliates of ours. So while our ad revenue from AdSense alone has topped $1 million dollars, total advertising revenues are even higher. Though unlike many other websites that have been AdSense success stories, Rabbit TV’s revenues come from more than just advertising. Pay-per-view content is an important part of our service because it allows users to view purchase and watch content that isn’t available for free, without us having to license it. We also offer a variety of subscription-based content that users can choose based on their interests. In both cases, we receive a commission when content or a subscription is purchased through our site.
Rabbit TV Plus has ample means of earning money from its user base, but I haven’t even mentioned perhaps the most important: Rabbit TV Plus is a paid service. Before any of the previously-mentioned takes place, users must subscribe to Rabbit TV Plus at $10 per year. Every user who clicks an ad or buys content has already generated paid in order to do so. It’s certainly impressive that our AdSense revenues put us in the elite company of TechCrunch, Mashable, Digg, and other well known websites, which undoubtedly owe their success to the high quality content that they’re able to put alongside their ads, drawing an audience. Rabbit TV Plus takes that concept to the next level; our content is so strong that enough users are willing to pay to access it, resulting in AdSense revenues on par with some of the most popular free websites, despite being behind a paywall. To me, that’s what makes Rabbit TV Plus, not just a successful startup, but a true revenue juggernaut.
So while we’re all feeling rather proud of our accomplishments today, the most exciting piece of this moment is knowing that the best is yet to come. Every day, as a company and as individuals, we’re growing so much more. In the grand scheme of things, two years is a very short time, and we’ve only scratched the surface of what we hope to do. As we look back at what we’ve achieved so far, it’s hard to believe that we’re only seeing the tip of the iceberg. And at the rate we’re going, it’s looking like years three and four are going to be event better than our first two.
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